Asigra Rebranding

Challenge
Asigra, an industry leader in IT backup and recovery solutions, felt that their existing brand identity didn’t match their newly minted tagline: “Recover Your Cool”. Espresso took on the task of overhauling their entire image, starting with the creation of a new logo and brand guidelines and ending with the design and development of a dynamic new website.

Strategic Approach
An extensive look at the competitive landscape was the first step in developing the new brand guidelines. Asigra didn’t want to blend in with other software and IT companies—they wanted an identity that was as innovative as their product offering.

Execution
Espresso developed a positioning for Asigra that placed them in conversation with their clients and customers. Brand-central statements and candid photographs of the staff were brought in across all collateral to showcase Asigra’s unique capabilities and their personalized approach to business.

The user experience across the Asigra website was also conversational: the brand statements worked as navigation throughout the site’s content. This layout was also replicated in the design of Asigra’s sales collateral and internal documents.

Results
Espresso delivered a distinct look and feel that embodied Asigra’s “Recover Your Cool” tagline. By taking an unconventional approach to their brand identity and website design, Asigra continues to stand out as a leader in the IT industry.